Norwegian media group Amedia to engage women and younger audiences

Amedia, a leading Norwegian media group, has its unique approach to data, helping them to better understand what makes content relevant to its subscriber base. In a conclusion, it is started that better representation of women and younger people in stories seems to correlate with higher readership among those same demographics. With more than 70 news titles in the group, Amedia first introduced a paywall model in 2014, and today around 70 percent of their online articles are locked for subscribers only. But when Amedia looked into the data, they could see their readership skews 60 percent male. The group has been focusing on reaching more women and younger audiences, and found some interesting correlations between sources and readership.

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